Determinants of viewer attention in concurrent event sponsorship

Abstract

Purpose The purpose of this paper is to examine the impact of exposure-related and consumer-related factors on the return of sponsorship investment through their influence on viewers’ attention for sponsor signage. Design/methodology/approach Data were collected through an experimental study (n=92) involving eye-tracking and a questionnaire, and were analyzed using regression analysis. Findings The results show that viewers’ attention for sponsor signage is affected by the signage color of concurrent sponsors, as well as viewers’ brand familiarity, and sport involvement. In particular, the findings reveal that viewers’ attention for sponsor signage increases with greater color contrast between concurrently visible sponsor signage. Further, signage receives more attention if viewers are familiar with the brand and less involved with the sponsored event. Given that attention is an important prerequisite for further processing of sponsorship information, these findings have important implications for managers seeking to evaluate the return on their sponsorship investment. Practical implications When assessing the return on a sponsorship investment, marketers should consider the characteristics of surrounding sponsor signage and the audience with regard to their impact on viewers’ attention for their own signage. Ideally, marketers should attempt to create a greater color contrast between their own signage and its surroundings in order to maximize viewer attention. Originality/value This paper provides valuable information on the importance of concurrently visible sponsor signage and audience characteristics for the return on investment of sponsorships through their impact on viewers’ attention.